IAB European Agency Snapshot Study

1.
European results February 2015
IAB European Agency
Snapshot Study

2.
Background
The European Agency Snapshot study gives a real insight into current
knowledge of mobile advertising and uptake within today’s current media
climate across five European markets (France, Germany, Italy, Spain and the
UK). The study has been conducted for the first time in France, Germany, Italy
and Spain.
• The report is divided into four sections
- Agency understanding
- Agency and client structure
- Barriers to mobile growth
- Mobile spend

3.
Methodology
• In 2014 YouGov were commissioned host a survey to gain insight into mobile
perceptions in the UK, France, Germany, Italy, and Spain
• IABs UK, France, Germany, Italy and Spain sent out the survey to media
agency employees throughout November and December 2014
• This report is the European results, which have been calculated as an
average of the five markets
• The total sample is 154

7.
91% of European agency employees had an above
average understanding of mobile advertising
How well do you feel you understand mobile advertising on a scale from 1 to 10?
Source: IAB European Agency Snapshot Study
European average (154)
91%

8.
Understanding of mobile advertising (index)
How well do you feel you understand mobile advertising on a scale from 1 to 10?
Source: IAB European Agency Snapshot Study
European average (154)

9.
62% of respondents said mobile was a regular part of
client proposals
What experience do you have with mobile advertising?
Source: IAB European Agency Snapshot study
European average (154)

10.
A quarter of respondents have ‘no experience’ of mobile
privacy
For each of the following, please indicate your level of familiarity
Source: IAB European Agency Snapshot study
European average (154)

11.
38% of media professionals across Europe want to know
more about mobile privacy
You said you have no/some familiarity with the following. Which ones would you be wanting to know more about?
Source: IAB European Agency Snapshot study
European average (154)

12.
Mobile privacy, brand safety, and programmatic are key
areas for education
Do you feel you have a good enough understanding of the following global trends and issues to include mobile in your
business?
Source: IAB European Agency Snapshot study
European average (154)

13.
1 in 2 media agency employees want to know more
about complying with mobile privacy
You said you have no/some familiarity with the following. Which ones would you be wanting to know more about?
Source: IAB European Agency Snapshot study
European average (154)

14.
Agency employees see the need for more industry case
studies
When planning a specific campaign, do you feel that currently you have sufficient information about the following?
Source: IAB European Agency Snapshot study
European average (154)

15.
It’s early days for the internet of things
Do you agree with these statements?
Source: IAB European Agency Snapshot study
European average (154)

16.
Agencies see the need for mobile tracking to help them
do their jobs better
What single thing would help you to do you job better, relative to mobile advertising?
Source: IAB European Agency Snapshot study
European average (154)

18.
42% of respondents across Europe claimed mobile is
unlocking new budgets within agencies
Where, in your agency, has the spend on mobile come from?
Source: IAB European Agency Snapshot study
European average (154)

19.
63% of mobile spend across Europe comes from other
media budgets
Please indicate what % of budget comes from each of the following media
Source: IAB European Agency Snapshot study
European average (154)

20.
Measurement is a key barrier to increasing spend in
mobile advertising
What single thing would the mobile advertising industry need to do in order for you to increase your spend on mobile?
Source: IAB European Agency Snapshot study
European average (154)

21.
Targeting is seen as one of the most exciting
developments in mobile advertising
What do you think is the most exciting development in mobile advertising?
Source: IAB European Agency Snapshot study
European average (154)

23.
Mobile and digital specialists main advocates of mobile
advertising but strategists also driving the move
Within your company, who do you feel is currently driving the move to mobile advertising?
Source: IAB European Agency Snapshot study
European average (154)

24.
The mobile industry/mobile media owners are seen as
the biggest drivers of growth
Outside of your company, who do you feel is currently driving the move to mobile advertising?
Source: IAB European Agency Snapshot study
European average (154)

25.
Media planners and digital specialists seen as the most
responsible for planning mobile campaigns
Who is responsible for the planning of mobile campaigns within your agency?
Source: IAB European Agency Snapshot study
European average (154)

26.
Online buyers are considered the most responsible for
buying mobile campaigns
Who is responsible for the buying of mobile campaigns within your agency?
Source: IAB European Agency Snapshot study
European average (154)

27.
Online buyers are considered the most responsible for
buying tablet ads
Who is responsible for buying tablet ads within your agency?
Source: IAB European Agency Snapshot study
European average (154)

29.
Client understanding is a key barrier to mobile growth
What is stopping mobile being a larger proportion of digital ad spend?
Source: IAB European Agency Snapshot study
European average (154)

30.
Measurement and tracking are seen as key barriers to
client adoption of mobile
What do you see as the most important barriers to the adoption of mobile advertising by your clients?
Source: IAB European Agency Snapshot study
European average (154)

31.
63% of respondents felt that location based advertising
was the most exciting mobile opportunity
Do you agree with these statements?
Source: IAB European Agency Snapshot study
European average (154)

32.
Key findings
• Overall understanding of mobile advertising across Europe is strong but there
are some key barriers to adoption such as measurement and tracking
• Encouragingly, mobile is unlocking new advertising budgets
• Mobile is becoming more integrated into the wider agency which could mean
an increase in cross-media campaigns
• Some key areas of focus for the industry are:
- Mobile privacy
- Brand safety
- Measurement and tracking